Chapter 6 - Consumer Decision Making

      Monster Cable does a affective job of centralizing the consumer decision making process by creating a marketing controlled information source with their website. Consumers generally follow a 5 step decision making process (Need Recognition, Information Search, Evaluation of Alternatives, Purchase and Post Purchase).
      Apple computers recently announce the release of their newest addition in their iPhone series, the 4S. Apple iPhones are the most popular cell phones in today's market. In anticipation of Apple's release, Monster cable has prepare a group of accessories to go along with apple's product. This is Monster first step in influencing the Need Recognition in consumer decision. Monster sees a popular product in about to come out and immediately create a list of must have items for that product. Available in this list are several items including headphones (diddyBeats), component cables and portable docking stations with speakers. Most items match Apple signature white color theme, such as the pair of diddyBeats headphones in all white (normally black), mimicking the standard ear buds that come with iPods. Monster advertises this list on their website, which begins the second step, Information Search. 

      On their website, Monster regularly displays their products as well as user reviews of their products. Monster's website also displays alternatives to the costumers selected products from the companies lines, which begins the third step Evaluation of Alternatives. After having reviewed the different products specifications and reviews from other customers, consumers are ready to move on to step four, Purchase.
      The fifth step is pretty much up to the customer to decide on following. In the Post Purchase stage customers reflect on their purchased decision. Monster customer can comment on their experience be it satisfactory or not on Monster's fan page from the social network Facebook. Customers are also encouraged to leave a comment a review for their purchased product on Monster's website. The review consist of a star rating (ranging between 1-5 stars), pros and cons list and a brief comment. With all of these resources available on their site, Monster customers don't have to search around to other websites for information.